Azrieli Sniff Card - Azrieli Malls | Clapboard Ad Archive
Azrieli Sniff Card from Azrieli Malls and Leo Burnett pushed the boundaries of retail marketing in 2019, carving out new space in the intersection of pet culture and shopping centre engagement within the retail and pet services categories. Rooted in consumer insight around the deepening relationships between Israelis and their pets, the campaign’s creative premise repositioned the mall as more than a place for human shopping; it became a shared experiential space for people and their animals. Leveraging digital as the primary platform, Azrieli Sniff Card introduced a distinctly tactile ingredient to the digital toolkit — scent — and reimagined the mall visit as an interactive, even sensorial journey for pet owners, rather than a simple transactional outing. The campaign’s narrative structure, which sits squarely within what Clapboard’s taxonomy would classify as FORMAT#6 – Benefit Causes Story, oriented the product benefit (pet-friendliness, enabled through scent-based identification or interaction) as the causal driver of its creative scenario: the Sniff Card becomes an access pass or facilitator, serving both as storytelling engine and user experience innovation. Instead of centering on conventional price, convenience, or emotional appeals alone, the work foregrounded the tangible advantage the Azrieli offering provided pet-owning customers, building a simple but effective plot around this differentiator and inviting audiences to see their pets not as accommodation or exception, but as featured participants in shopping life. The single digital asset distilled the concept without dilution or distraction: a focused, purposeful testimony to how a single product adaptation can spark a new kind of retail relationship. Though the campaign refrained from overplaying drama or layering in testimonial, humorous, or parodic cues, its clarity of benefit and tight narrative execution kept the storytelling concise and resonant, with the digital launch reflecting a nuanced grasp of how the modern Israeli market is evolving in its expectations of public commercial spaces. Azrieli Malls’ willingness to blend technical, emotional, and lifestyle dimensions through this campaign reflected a forward-thinking positioning that stands out in the competitive landscape, where malls must continually invent new ways to remain relevant and attractive as public venues. Importantly, the work never loses sight of commerce — the core KPI was always foot traffic and dwell time, and the creative solution kept the pet-owning audience firmly connected to the underlying business problem. Clapboard rates this 63/100. Azrieli Sniff Card matters because it illustrates how specificity in product benefit and a keen eye for lifestyle trends can help legacy retail brands compete by moving beyond generic inclusivity and demonstrating category leadership through creative risk-taking.
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